A phonetic language like Russian hardly needs an alphabet song, much the less to "Frère Jacques"... Most Russians have trouble remembering the order of the letters in the dictionary, so maybe this song has some use.

And, frankly, the commercial comes across more creepy and sinister than comfy and consumery... The tagline Учитесь спать с нами (Learn to sleep with us!) only emphasizes the M. Night Shyamalan overtones.